“For Just $997 Per Month You Can 3X Your Business! So fill out the form and join my program”

Is how so many sales platform presentations go (I know, I craft them). There is a lot of merit to these programs, however a lot gets glossed over too.

Like the fact you actually have to do some work. A painful admission that they never want to make come ‘closing time’ because quite frankly who does want to do work? This is a great copywriting lesson here too – most people prefer to take the magic pill than do the work. So embrace that desire if you want to maximise close rates but know you’ll be left with disappointed customers down the line.

The best students appreciate this and know that more is going to need to be done. Many in the guru business know that their business would be decidedly smaller if they relied only on good students.

What we really need!

Thankfully it’s quite simple. You need to implement.

Copywriting legend The Late, Great, Gary Halbert had a sign that hung in his office that reads:

The Top 10 Reasons Copywriters Don’t Get Paid.

1. Client won’t implement
2. Client won’t implement
3. Client won’t implement
4. Client doesn’t implement
5. Client doesn’t implement
6. Client doesn’t implement
7. Client can’t implement
8. Client can’t implement
9. Client can’t implement
10. Client can’t implement

Notice that the common words ‘Client’ and ‘Implement.’ When there is no word between them (as in ‘Client Implements’) the client gets paid and so does the copywriter.

For any guru offering an ‘education’ rather than ‘done for you’ services your results lay more in your own hands than theirs. The sad truth is doing something no matter how poorly is better than doing nothing at all. (However getting a professional in to do something should mean, its easier, faster and cheaper than doing it yourself. If it is cheaper for you to do it then you are probably underpaying yourself and may have self-esteem issues.)

However getting us in to do your newsletter (amongst other things) means that you are able to turn money into assets from which you will reap a reward. Not pie in the sky good ideas that never get acted on.

Take heed and invest in good results not good ideas.